What Does a Brand Manager Do? 2025 and Beyond Guide

Jaro Education
12, November 2025
11:00 am

What makes brands like Kitkat, Maggie, and Kissan the top choice brands among consumers? Well, it’s their marketing strategy that has gained consumers’ trust in the market for years. And let us tell you, these brands did not get all the name and success overnight, but they came from a well-planned strategy, which was put forth by the brand manager.

A brand manager is responsible for developing a plan that distinguishes a company from its competitors while also helping the company foster reliable and loyal relationships with customers. Brand managers are not necessarily expected to wear all these hats, but familiarity with each of them will inform their ability to work with or partner with that team to develop assets that align with the brand’s reputation.

In this article, we will outline what a brand manager is, their key responsibilities, steps to becoming a brand manager, and their salary. Stay with us for a comprehensive look at all these aspects until the very end of the blog!

What is Brand Management?

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A brand manager is a marketing expert who makes decisions about how they are going to present a brand’s product and service in the market. Branding is all about creating a reputation for a company/brand that attracts audiences to get involved in your product and service. Thus, brand manager jobs are to determine the right strategy and who to target.

In addition, as a brand manager, there are certain principles that have to be kept in mind to frame the brand management process. Those principles are:

Conceptualising and creating a unique identity for the brand
Protecting and enhancing the equity of the brand
Managing and adapting the brand to offer customer value over time

Key Responsibilities of a Brand Manager

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Brand managers mostly spend their time creating new campaigns, handling social media channels, and ensuring that the brand looks consistent on almost every channel. There can be a day when a brand manager will be writing a brief or collaborating with teams across marketing. The next day, they will be giving feedback or working with several marketing disciplines, including content, social media, and design, to attain that alignment. So, a brand manager’s job description is very dynamic.

Some of the common brand manager job descriptions include;

1. Market Research

Market research is the key to making informed brand decisions. Brand managers research and evaluate data regarding customer habits, preferences, and competitor approaches. They will also keep an eye on the latest marketing trends to predict future changes in their industry. This helps brand managers to be well-informed about upcoming opportunities or to create a campaign to connect with a target audience and stay ahead of competitors.

2. Brand Planning

Brand planning is more than just the design or a catchy tagline. Brand managers create a longer-term strategy or plan that ascertains how a brand communicates, the brand’s core, and how it is positioned to compete in the market. They often create plans around campaigns, promotions, or engagements related to the brand that will impact brand recognition, loyalty, and measurable business results.

3. Budget Management

Successful budget management is a fundamental part of the role. Brand Managers assign budgets among campaigns, tools, and team efforts and ensure that every dollar spent results in ROI. They balance being financially responsible while allowing for some creative freedom to ensure marketing activities are meaningful without overspending.

4. Overseeing Marketing Campaigns

Whether they are tracking digital advertisements, influencer collaborations, advertisements, print and/or social media campaigns, brand managers supervise implementation across multiple channels. They abstract timelines, coordination, and brand cohesion to ensure the canvas is positively related to objectives, timely, and executed in a cohesive way to maximise brand impact.

5. Maintaining Brand Consistency

How do you think people recognise a good brand like Dairy Milk and Maggie? Well, it’s because of their consistency. Thus, a brand manager is mainly responsible for ensuring that any brand communication (packaging, social media posts, advertisements, and website) is cohesive in tone, visuals, and messaging. This builds trust, establishes credibility, and reinforces the brand identity across all channels.

Step-by-Step Guide: How to Become a Brand Manager

A brand manager comes from a marketing or design background, with experience in communication and strategy. It’s not an entry-level job, but it can be achieved after having experience in marketing and brand-focused positions. So, if you want to get there, here are a few simple steps to become a brand manager.

Step 1: Earn a Degree

Typically, the bare minimum educational requirement to become a brand manager is a bachelor’s degree in marketing, business administration, communications, or advertising. You should focus on taking coursework in:

These courses will provide the necessary concepts and fundamentals to understand the market and branding strategies overall.

Step 2: Build Relevant Skills

The most important skills you will need to consider as you aspire to become a brand manager are:

Communication: You’ll be expected to communicate brand strategy effectively to your team and stakeholders.
Analytical: You will want to use your analytical skills to interpret trends or changes in the market, as well as evaluate the performance of a campaign.
Creativity: As a prospective brand manager, you should be able to develop unique campaigns and concepts that resonate with your target audience.
Time management: You should be capable of organising your own and others’ time efficiently to allow an effective overview of more than one project at a time.

Step 3: Gain Work Experience

Begin by taking on entry-level marketing roles, such as marketing coordinator, advertising executive, or social media specialist. An internship with a big company will provide experience and networking opportunities.

Step 4: Consider Pursuing an MBA

Earning an MBA in marketing, brand management, or strategy will expand your acquired knowledge in leadership, analytics, and brand positioning. It can also help you qualify for more advanced roles in brand management and provide a valuable professional network.

Step 5: Transition into Brand-Focused Roles

Once you are ready, apply for good brand-related jobs, such as brand assistant, marketing analyst, or product marketing executive. Work with senior brand managers and take ownership of smaller projects to build your specialisation.

Step 6: Stay Current and Build a Portfolio

Continue to stay current on marketing trends, marketing tools, and consumer behaviour. Build a portfolio of successful campaigns and results that are quantifiable and trends that have been documented. Consider online certifications in Google Analytics, HubSpot Marketing, and/or brand strategy to also build some level of credibility. To know what online certification programme can help you boost your career as a Brand manager, get associated with the experts at Jaro Education.

Step 7: Network and Seek Mentorship

Attend marketing events, workshops, and industry seminars. Seek mentorship from experienced brand managers to gain guidance on career progression and best practices.

Step 8: Apply for Brand Manager Positions

Prepare a compelling resume that highlights your education, experience, and achievements. Tailor your applications to demonstrate your expertise in brand development, campaign management, and customer engagement.

Brand Manager Salary in 2025

Brand manager salary varies based on experience, industry, and location. Here’s a snapshot of salary expectations in India:

Experience	Average Salary	Salary Range
2 years	₹14.2 Lakhs	₹3.3 L - ₹32 L
3 years	₹16.1 Lakhs	₹3.8 L - ₹32.5 L
4 years	₹16.3 Lakhs	₹3.9 L - ₹34 L
5 years	₹18.3 Lakhs	₹4.2 L - ₹36 L
6 years	₹17.1 Lakhs	₹4.2 L - ₹37 L
7 years	₹16.5 Lakhs	₹4.2 L - ₹36 L
8 years	₹15.6 Lakhs	₹4.3 L - ₹35 L

Final Thoughts

Being a brand manager in 2025 is both challenging and rewarding. The profession is not only creative but strategic. It provides the opportunity to impact how a brand is viewed in the environment.

If you want to build a career in marketing, pursuing a career in brand management can be a perfect fit. To elevate your expertise with the best digital marketing courses online, browse the programmes available at Jaro Education. Our professional courses can firmly help you to establish yourself in this dynamic field. Also, visit our website to know how Jaro Education can guide you with academic support.

Frequently Asked Questions

What are the requirements to be a brand manager?

A bachelor’s degree in marketing, business, or communications is required. Additionally, pursuing an online MBA in marketing or brand management will help you advance your career.

What does a brand manager make in India on average?

The average range of salaries is ₹14.2 Lakhs for someone with 2 years of experience to ₹18.3 Lakhs for someone with 5 years of experience, varying with different companies and locations.